The opening OMMA Audience Targeting “buyers” platform closed on a surprisingly dystopian note, with a number of panelists predicting that, within the next five years, most audience targeting will pass through uber “log-in” platforms like Facebook and Google.
“I think that 80% of the dollars we spend that are true, non-fraudulent, are going to be on platforms that have true-long in data,” John Tuchtenhagen, vice president-group director of media at Digitas hypothesized. While he didn’t name Facebook or Google by name, others on the panel did.
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